Russian brand WHO/AM opened a flagship store at Malaya Nikitskaya, 8/1. In the new space, every detail is a symbol that reflects the brand’s concept of understanding the past, present and future. The interior elements convey the naturalness of nature and the importance of unity with it.
“For me, Nikitskaya has always been a cult street, where the intellectual past coexists with the rapidly developing present. Here, at the intersection of Malaya Nikitskaya and Spiridonovka, we see a temple in the spirit of European architecture, a busy street, Moscow restaurants and showrooms of local brands creating their successful future. This place is close to us in spirit and is undoubtedly an excellent continuation of our history,” shares the founder of the WHO/AM brand, Jacob Yakubov.
Blocks of sandy, cut stone symbolize the past, and ancient frescoes dating back to the times of Sumeria and Ancient Egypt hint at the search for eternal beauty. All this allows us to continue the brand’s main research: on human nature and its self-identification. A special role in the boutique is played by light, specially designed to create the effect of reflecting the glow of water on the floor and walls.
The fitting rooms, made in the form of caves, are a symbol of transformation and transfiguration, where everyone can answer the question: “Who am I?” The entire space is complemented by a special sound design created by Jacob in collaboration with musician Michael Dop to maximize the feeling of comfort and immerse visitors in the world of the brand.
Previously, the Present & Simple brand showed a new summer capsule. Even in the warm season, the brand continues to work with knitwear. For example, the Harry T-shirt made of bulky yarn does not sit on the body and is as comfortable as possible. We talk in more detail here.